5. Andy Coulson

Director of communications, 41 Street-smart Essex comprehensive boy turned Cameron’s linkman to ordinary voters since 2007, shortly after he resigned as editor of the News of the World over royal phone-hacking scandal. He denied all knowledge, as he did against wider Guardian allegations this year. Rapid career rise to Sun’s Bizarre column (1988) with Piers Morgan. Succeeded Rebekah Wade as NoW editor (2003). Tough, cool, menacing, low profile. Indispensible, but says he’ll go if Cameron wins.
Education: Beauchamps comprehensive, Essex; University of Life.
Wealth: unknown.
USP: Knows his readers.
Achilles heel: Past skulduggery?

6. William Hague

Shadow foreign secretary, 48 Teenage political geek who over-reached himself as MP (1989), cabinet minister (1995) and Tory ex-leader by 2001. Now rebuilding his base as elder statesman while making money from consultancy, writing and speaking. Clever, witty, rightwing, Eurosceptic. More comfortable in his own skin now he’s older and married to Ffion. Only Cameroon with cabinet CV.
Education: Wath comprehensive, Rotherham; Magdalen College, Oxford (1st in PPE, President of Union); MBA from Insead Business School, Paris.
Wealth: £1m-a-year man in oppostion; family drinks firm.
USP: Authentic Northern Tory.
Achilles heel: Too hard.

7. Michael Ashcroft

Deputy chairman, 63 Not a natural Cameroon or intimate of the leader like City insiders Michael Spencer and Stanley Fink. But Lord Ashcroft looms too large and (some say) sinister to ignore as strategist of marginal seats drive. Made his billion while based in the US and, controversially, Belize. An outsider. Even his tax status is clouded in mystery. Denies giving money (directly) to Tories, but wields huge clout at HQ. Approachable, cheerful, downmarket. Own jet.
Education: Royal Grammar School, High Wycombe; Mid-Essex Technical College, Chelmsford.
Wealth: At least £1bn.
USP: Wealth.
Achilles heel: Sinister image.

10. Rebekah Brooks

Chief executive, News International, 41 Ex-Sun and News of the World editor, whose flagship title’s defection from New Labour rocked last week’s conference. Cameroons are conspicuously light on female talent at the top and Brooks’s contacts may make her a pivotal, if conditional supporter. Smart and personable with dramatic Pre-Raphaelite red hair, now married to former racehorse trainer Charlie Brooks. Fiery temper, a player. Started in Fleet Street as NoW secretary.
Education: Appleton Hall county grammar, Warrington.
Wealth: Comfortable.
USP: Tough, glamorous woman.
Achilles heel: Tabloid target.